Facebook For Businesses ... REALLY???

the following article was written for the Greater Keene Chamber 
of Commerce monthly newsletter "The Outlook" (Nov. 2010 issue).

Small businesses everywhere are looking for cost-effective means of making valuable connections with their customers and prospects. More and more, social media websites - such as Facebook - are finding their way into the small business owner's marketing arsenal.

The allure of social media is that there is no financial outlay, but don't let that fool you into thinking it is "free". Whereas traditional marketing tools (ads, websites, etc.) have a visible cost on the ledger sheet, social media's cost is in time.

Done properly, social media can produce some very favorable results - without requiring vast amounts of precious time.

Most of the small businesses that I advise realize that Facebook is beneficial. However, most have failed to realize that unlike in traditional media - where your customers can see you - Facebook gives YOU the ability to see your customers.

Let that settle in for a moment.

Facebook provides a unique means of not merely "telling" your customers about your company, but also "asking" for their input, ideas and impressions.

When you post something to Facebook, your network will see it - but not their friends. However, when somebody posts something on your "Wall", their friends see it. That is where the "viral" aspect of Facebook kicks in - that is where the positive return on investment resides.

As with any relationship, good communication is the key. And good communication requires there to be as much asking and listening as there is talking. So, ask questions and be a good listener so your relationship with your customers can thrive.